Digital Marketing - Viral Marketing

Public summary

Slides

Notes

This is the overall framework of the Digital Marketing couse. We will start with explaining the elements of an online marketing plan. Than we will zoom in on the different marketing aspects based on the customer journey. We start with those online media most suitable to reach consumers and slowly move down the funnel. In the end we discuss customer loyalty which has as goal to re-start the entire process from the beginning.

Notes

Viral marketing campaigns have a reproduction ratio. Good viral campaigns have a ratio higher than 1, meaning that the person receiving the message forwards it to more than 1 person (> 1). A viral campaign with a reproduction ratio of < 1 slowly dies out. For example, at the start of a viral the reproduction ratio may be 2. This means that the reach grows from 1 to 2 to 4 to 8 to 16 (in total, 31 reached). Let’s say that after 16 the reproduction ratio becomes smaller than 1, for example 0.5. As a result, the viral dies out (16 – 8 – 4 – 2 – 1). However, still 31 people were reached.